How We Started
How SOUP was made.
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As content creators who’ve spent decades photographing products for some of the world’s largest apparel and accessories brands, we’re familiar with the critical need for smart digital asset management programs in the apparel industry. But when our team at SF Digital Studio went looking for software that could seamlessly integrate line-sheet product data with imagery, we came up empty-handed. So, we developed our own internal workflows and software for optimal efficiencies—especially the opportunity to blend imagery with product line sheet data into a connected “soup” of images and product info.
While SOUP was originally created for internal use, we discovered our clients could also leverage SOUP’s smart database. As virtual selling becomes the norm, imagery plays an increasingly important role in the entire product life cycle, from development to sell-through. SOUP’s Virtual Showroom offers an enterprise solution that streamlines the product life cycle from merchandising to downstream Sales teams—no slurping required.
Hi, we’re SOUP.
Diana Chen
Founder
Diana began her academic career with a degree in Industrial Engineering and Operations Research from UC Berkeley, where she cultivated a strong foundation in analytical thinking and problem-solving. After graduation, she was hired as a Retail Buyer at Bergdorf Goodman, where she honed her skills in market analysis, trend forecasting, and inventory management. Next, she joined Gap, Inc. as part of their Merchandising team where she expanded her expertise in product development, strategic planning, and customer insights, which were crucial in driving sales and enhancing the customer experience.
Diana merged her passion for technology and creativity when she co-founded a photography and desktop publishing company—SF Digital Studio, which quickly became a trusted partner for major retailers, providing high-quality imagery for their e-commerce websites. Innovation was at the heart of her business and their cutting-edge solutions were adopted by renowned brands such as Levi Strauss & Co. worldwide.
Throughout her career, Diana has continuously evolved, leveraging her background in industrial engineering and retail to develop innovative solutions that bridge the gap between technology and visual merchandising. Her journey reflects a blend of analytical rigor and creative vision, driving success in a rapidly changing digital landscape.
Josiah Pisciotta
Chief Technology Officer
Josiah has spearheaded the development and implementation of state-of-the-art digital asset management tools tailored for B2B operations. His role centers on harnessing innovative technologies to solve the intricate challenges of managing, sharing, and optimizing digital assets, ensuring business partners benefit from streamlined workflows and enhanced operational efficiency. Josiah is passionate about continuing to evolve SOUP’s offerings and collaborating with industry peers to set new benchmarks in digital asset management.
Stephanie Kuo
Chief Operations Officer
Stephanie has provided her data-driven operational expertise at companies from early stage start-ups to global enterprises. Her passion lies in developing and implementing platforms that support various facets of business operations, including sales, merchandising, inventory, and finance. With a keen eye for detail and a strategic mindset, Stephanie excels in leveraging data analytics to drive efficiencies and optimize processes. Throughout her career, she has successfully designed and managed platforms that streamline operations, leading to improved performance and increased profitability.
